Introduction to Mumbai
The nominated destination for the report is Mumbai. The Indians affectionately calls it as the “City of Dreams”. Mumbai is well known as the financial capital of India, which covers all the trade and the investments and is also considered as the cultural center. This city never sleeps and has beautiful miracles created by the God, which includes the sunset at the Arabian Sea, Malabar Hill, Church gate, Film city. This city possesses the most distinguished designer labels and the products. It delivers the extraordinary and memorable experience to its tourists. The city of dreams is considered as the best city to visit because this city welcomes all the religions and faiths warmly and maintains the friendly relations with the people. Mumbai has a beautiful and attractive colonial architecture and consist of several bazaars, temples and fancy hotels. This city has a beautiful nightlife and provides a memorable experience to the visitors to the city (Inversini et al, 2015).
The report will cover the new tourism market potential that the destination manager must focus to grow its market and enhance the tourism industry. It will describe the influence of transport and the accommodation development on the growth and the development of Mumbai. It will cover the potential risk and the crisis that the manager must focus for effective growth of the tourism industry and providing the memorable experience to the tourists. The report will describe the importance of adopting the social media tool to market the services at a larger pace (Scheyvens and Biddulph, 2018).
It is analyzed that the Mumbai city has the great potential for the youngsters and becomes the attractive tourist place by providing the greater facilities and advancement of the services provided to the tourist. The city has adopted the various techniques to increase the market potential of tourism by launching the different services, which will help in growing the tourism industry. The youngsters and the middle age population strive for doing more sports activities and attracts to water sports. To develop the potential market Uber has launched the Uber boat service in Mumbai by collaborating with Maharashtra maritime board to attract more tourists and deliver a valuable experience to the tourist. It will provide a memorable experience to travel to the Gateway of India, Mandwa, and Elephanta. Development of this service will establish the market potential for the tourism sector to attract more and younger generations and grow the tourism industry (Devashish, 2011).
Emerging Tourism Market Potential and Management
The Mumbai city has developed the potential market for the foreigners by taking the initiatives such as providing the proper sanitation facilities and developing the infrastructure facilities to provide the best service to the foreigners. There is huge market potential for the foreigners because the hotels of Mumbai provide the best services to the foreigners from delivering the personalized experience to the millennials to providing the well-renowned Spa facilities. The services are designed in response to the current and the potential needs of the foreigners to enhance their experience and deliver enhanced services to the tourists. The Mumbai city is providing the great market potential for the corporate tourists because it is the main source of financial capital for India and conducts the huge investments at the trade. It is analyzed that economic growth has increased in large proportion due to the huge market potential for the business corporate tourists (Mason, 2016).
The development of the contemporary transport facility majorly influences the growth and the development of tourism at Mumbai. Accessibility to the areas through the development of modes of transportation increases tourism and attracts the foreigners and younger generations to travel and explore the facilities and beauty of Mumbai (Fujiwara and Zhang, 2013).
The transport development majorly leaves the negative impact because Mumbai is highly populated and suffers the problems of traffic, which loses the interest of the tourists to travel to the city like Mumbai. The development of the railways, air transport also increases the chances of terrorist attacks as the accessibility to travel to the city increases (Fujiwara and Zhang, 2013).
The development of the transport facility has led to the growth of tourism by reducing the traveling time and providing the comfort facilities to grow the domestic and international tourism. The growth of air transport has led to attract foreign tourist and increase the national income. The government of Maharashtra has taken initiatives to improve the railways and the road transport by developing proper fuel points, rest places and development of roads to provide a greater experience to the tourist and expand the business of tourism (Nagpal and Saranga, 2017).
The development of the transport facility leaves the negative impact on the city as the development of the sea transport disturbs the marine life and leads to increase in the environment pollution. It creates more chances of terrorist attack, for instance, the 26/11 terrorist attack at the Mumbai Taj Mahal palace due to the development of the transport facility and creating easier channels for traveling. The transport development has both the negative as well as the positive impact on the growth of tourism in the Mumbai city. The transport development helps in improving the economic condition of the economy by providing easy access to international business clients to make deals and enhance the economic condition of the country (Virkar and Mallya, 2018).
Transport and Accommodation Development
Accommodation is the base for the development of the tourism sector because the tourist focuses on the facilities available for rest before visiting the location. The emerging trends leave the positive influence on the growth of tourism in Mumbai. The hotel chains at Mumbai are adopting the keyless check-ins and adoption of the mobile apps for booking for reducing the waiting time of the travelers and delivers advanced services to the tourist.
Hotels like Starwood and Hilton are involving high values planners to streamlining attendees and reducing the waiting time for the tourists (Frenzel and Koens, 2016).
The hotels are adopting more green practices by developing the local toiletries and adoption of the solar powered heater tools to be responsible towards the environment and attract the tourist, as they are more aware towards the sustainability towards the environment (TMI, 2018).
The Taj group of hotels provides the voice-activated hotel rooms to the tourist to set the room temperature and lighting according to their choice and the hotel uses the synthetic intelligence and improved reality to deliver the modified dining and the entertaining experience to the visitors. Another trend in the hospitality sector is the promoting the health and the wellbeing of the travelers. The hotels in Mumbai have gain momentum over the last few years by responding to the different needs of the leisure and business travelers. The millennials focus on maintaining the health and the fitness and the hotel group delivers the service by providing the relaxation and the amenities and delivering the healthy food and world-renowned spa facilities according to the needs of the travelers. The hotel industry is providing the last minute booking facility to its business travelers by adopting the new tools to improve efficiency and allowing the last minute booking facility to boost the growth of the tourism industry (Rickly, 2018).
For sustainable tourism, the manager must make the strategic plans to manage the crises. The tourism industry consists of the expected and unexpected crises that affect the tourism industry. It includes natural disasters, terrorism, political unrest, epidemics, and technology failures. Natural crisis includes hurricanes, heavy storms, floods, earthquakes, tsunamis. These crises are not in control of the destination manager but majorly hamper the growth of the tourism business however the manager must develop the strategies to minimize the impact from such unexpected crisis and does not hampers the growth of tourism because the tourist gets shifted to the other places and thus affects the business in the specific destination. Civil conflicts are based upon the political tension between the different countries, which create the risk of terrorism, violence, shoots up, strikes, war and disturb the tourism business of the country (Kapuscinski and Richards, 2016).
Positive and Negative Impact of Development on Tourism
In Mumbai, the 26/11 terrorist attack leads to disturbance in the tourism business and thus leads to a shift in the tourist demands to the other places. Epidemics refer to the diseases that are easily communicable and widely spread among the population. It includes SARS, mouth disease, foot, and swine flu. Such diseases affect the tourism business because the tourists also suffer from such disease and in turn destroy the image of the city. Technology bombs are related with power shutdowns, computer abnormalities, and aircraft booms, a nuclear meltdown that affects the growth of tourism and increases the risk of fall of the tourists visiting Mumbai. The tourism manager of Mumbai must determine the risk associated and must be prepared for the unforeseen events. It should focus on the development of the strategy to reduce the risk by properly analyzing and evaluation of the risk and treatment of the risk to reduce its impact on the city (Mikulic et al, 2018).
The social media has reshaped the travel agency model. It majorly influences the growth of the tourism industry. Through the usage of the social media platforms, the hotel chains at Mumbai are able to provide personalized services to the tourist. It has helped in reducing the waiting time of the visitors and providing the last minute booking services to the visitors. The tourist gets the overview ratings of the hotels and then chooses the most suitable (Zeng and Gerritsen, 2014).
It has helped in promoting the image of the city and leads to a rise in social sharing. Almost 80 % of the millennials post their pictures on the social media platforms, which help in increasing the brand awareness and however lead to an increase in the growth of tourism in Mumbai. It helps the companies in developing a strong brand image and satisfying the confused customers. The hotel groups form various campaigns to create more brand awareness and delivering higher customer’s satisfaction. The social media platforms help in retaining the brand image in the minds of the tourist (Bizirgianni and Dionysopoulou, 2013).
The adoption of the social media platforms also has the negative influence on the brand image of the Mumbai city as the government has to take continuous steps to attract the tourist and negative publicity by any tourist can hamper the growth on the wide perspective. The tourist develops the image for the particular brand by fostering the social media platforms and lead to a major transformation in the tourism industry. From the social sharing sites, the development of the potential market of tourism increases as the new customers get online reviews and make the decision to visit the particular destination (Fotis, Buhalis, and Rossides, 2012).
Managing Risks and Crises for Sustainable Tourism
The freshness of the lakes of Mumbai and the soothing environment at the beaches provides the memorable experience to the tourist. The population of Mumbai warmly welcomes the faiths and the religions, which provide a sense of belongings to the tourists, and displays the diverse culture by celebrating the different festivals of all the religions. It is known as the city that never sleeps and delivers a memorable experience to the youngsters by providing the best nightlife experience to them. This city is safe and the teenage girls can easily explore the city without any hesitation. The Bandra road is very much famous for shopping and provides the shoes and the clothes at a very reasonable price to attract more visitors. The tourist will get the unique products at the Colaba Causeway and Palladium (Tourism of India, 2018).
The tourist can get the best experience at Mumbai by visiting the monuments like Gateway of India to see the Indo- Saracenic style of architecture and can have the experience of Taj Palace hotel. The tourist can visit the museums and the Art galleries to see the culture of the ancient times and the beauties, which are personified through the sculptures and paintings, displayed in the art galleries. The tourist can observe the real struggle behind the filmmaking by visiting the film city and get the opportunities to develop their career and meet the famous film stars (Pareek, 2014).
The tourist in the city can have the famous cuisines and can enjoy the local street food that beats the Mc Donalds burger. The city is very passionate about the music, theatre, and drama and provides the opportunity to the budding talents. The city is famous for providing the financial capital by providing the opportunity to the corporate tourists to make investments in the trade and improve the economic condition of the country. The tourist can attain the memorable experience at Mumbai (TMI, 2018).
Conclusion
From the above discussion, it is concluded Mumbai is famous for providing the memorable experience to the tourist and the city is adopting various measures to provide the sustainable tourism. The city focuses on developing the transport facility to provide easy access to the tourist and provides the facility of last minute bookings to the corporate tourist. The government of Mumbai takes the continuous initiatives to promote the city and make it the best tourist spot. The tourist can have the experience of the soothing beaches and can visit to the monuments and the art galleries to know about the ancient culture.
It is analysed that the city has the potential to increase its tourists segment by developing more sports activities and water sports for the youngsters to attract their interest and teenagers to enjoy the nightlife of Mumbai. The development of accommodation and the transport facility makes the positive and the negative influence on the tourism development as risk of terrorism increases and the other unexpected risks. Development of accommodation facilities focuses on providing the personalised experience and meeting the needs of the visitors. It satisfies the need by providing world-renowned spa facilities and giving the healthy food option for the millenials.
There are certain crisis and the risk that majorly influences the growth of the tourism industry. The manager must design the strategies to analyse, evaluate the risk, and minimise the effects on the growth of tourism industry. It is analysed that the social platforms plays the major role in marketing of the city. The tourists analyses the reviews of the different hotels and selects the one, which is best suitable. The social platforms majorly influence the growth of the tourism at a particular destination. The tourists can avail the best experience at Mumbai by attending the diverse culture festivals and gain the knowledge of the cultural diversity. The tourist can enjoy different types of cuisine and the local food. It also provides the opportunity to the budding talents. However, the tourist must visit Mumbai to have the memorable experience.
References
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Devashish, D. (2011) Tourism marketing. Delhi: Pearson Education
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Fujiwara, A and Zhang, J. (2013) Sustainable transport: Studies in Asia. Japan: Springer
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